HCBE Faculty Articles

Title

A New Promotion Mix Appropriation Model

Document Type

Article

Date

1985

Publication Title

International Journal of Advertising

ISSN or ISBN

1759-3948

Volume

4

Issue

3

First Page

209

Last Page

221

Description

This paper deals with the promotion budget and some popular appropriation models found in the standard marketing textbooks. All of these models are simplistic and state that relatively more money is spent on advertising and relatively less money is spent on personal selling in the promotion mix for consumer goods. They also state that the converse is true for industrial goods. A sample of 25 companies, all market leaders, was chosen with the objective of establishing how much they spend on promotion as a percentage of total sales. The objective was also to establish the percentage of total sales spent on each promotion mix element. The results were compared with the popular promotionmix appropriation models in the textbooks. In some cases the results were dramatic. From the findings of this study, the authors have put forward a newpromotion mix appropriation model.

DOI

10.1080/02650487.1985.11105064

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